2Q Short-Form DRTV Media Billings Repeat 19-Percent Increase1 Nov, 2006 By: Shay Moftakhar Response
Cable TV jumps $119 million, and the "Drug and Toiletry" category expands more than $60 million.
A Flood of Cash in a Shrinking Pool
The total number of individual short-form DRTV campaigns aired during second-quarter 2006 decreased by 79 from 2Q 2005 for a total of 1,161 (just five fewer campaigns, however, than 1Q 2006). However, the average cost of a campaign based on the total increased by a whopping 24.7 percent — $159,698.
Fig. 5 Second-Quarter 2006 Short-Form Categorical Breakdown: Dollars Spent by Media Type Reported Time Period: April 1 - June 30, 2006
The average cost of a campaign minus the top-40 rocketed up 33.6 percent. The top 40 campaigns accounted for 63.8 percent ($550.2 million) of the total. The top 10 campaigns totaled $277 million for 32.1 percent of the total.
Fig. 6 Total Short-Form DRTV Campaigns
Fig. 7 Average Money Spent on a Campaign Based on Total
Fig. 8 Average Money Spent on a Campaign Minus Top 40